Digital product consultancy Apadmi has launched a new mobile loyalty experience for Britain’s largest organic dairy brand, Yeo Valley Organic.
The Manchester-based business won the brief to bring one of the UK’s most beloved consumer loyalty programmes into a dedicated mobile home for the first time, serving more than 1 million users.
The app is a significant evolution of Yeo Valley Organic’s long-running programme that turns shopping into ‘Yeokens’ to unlock rewards. With more than 1.2 million registered users, over 400,000 of whom participate actively, the new app brings all parts of the programme together into a single, seamless mobile experience.
The new app simplifies the way customers earn and spend Yeokens, with features including QR code scanning, prize promotions via the popular ‘Dairy Go Round’, partner discounts, branded merchandise, charitable donations and personalised rewards, all in one place.
The crown jewel of the new Yeokens app is the voucher functionality. Yeo Valley Organic are finally able to reward the loyalty of their customers with something they’re bound to enjoy, a little more Yeo. Vouchers for discounted and free Yeo Valley Organic products will be distributed through Yeokens missions and will be redeemable in all major retailers. This new, app exclusive feature is the innovation which will allow Yeo Valley Organic to compete with the loyalty industry heavyweights and give back to their much-loved Yeokeners!
Push notifications and a loyalty wallet keep users engaged between interactions, ensuring Yeo Valley Organic can build a stronger, more frequent relationship with its community.
Apadmi led the full product development from concept to launch and optimisation, taking a mobile-first approach covering design, development and project management. The product integrates six technology partners into a cohesive loyalty ecosystem, including Antavo, Bloomreach, Stych, Kyan, Contentful and Zappit.
Rebecca Hehir, head of communications at Yeo Valley Organic, said: “With our new loyalty app, we’re bringing Yeokens into a mobile environment that better fits how customers use our brand every day — making Yeokens accessible from the palm of their hand.
“Through the app, Yeokeners can now easily gain cash rewards as well as all the features they love, such as ‘Dairy Go Round’, the chance to win prizes like kitchen gadgets or a stay at our rural retreats, and benefit directly from offers and rewards. In this way, we can strengthen our relationship with our community and keep Yeokens relevant and accessible for consumers.”
Emma Casson, head of product marketing at Apadmi, said: “This project is a great example of what Apadmi does best; taking a complex loyalty ecosystem and turning it into something genuinely simple and enjoyable for the end user. We’re incredibly proud to help Yeo Valley launch this to market, and are excited to see what we achieve together in the coming months.“
